JOHN MACALUSO
Narrative Writer
Creative Strategist
Bestest Friend
NO MORE BUSINESSMANNEQUINS
The Problem:
The MBA world (and LinkedIn) was (and still is) a boy's club. Many programs are stuck in the past, and only really cater to one type of individual: The same 'ol white dudes.
The Insight:
Strayer University prides itself on customization and understanding the individually unique challenges their students face. Their program is actually different. And actually designed for a modern working world.
The Idea:
Strayer University wanted a disruptive campaign for their MBA program, so my partner and I gave them just that. What started as a shot at the stuffy, white guy in a suit with the tagline "The Businessman is Dead" was softened a bit and transformed into a fun hidden camera campaign featuring annoying Businessmannequins spouting stupid buzzwords. The entire campaign tested very well, but was ultimately shelved for celebrity contract.
Below you'll some raw, unfinished goodies like a TV spot, YouTube pre-roll and a hidden camera social activation. Even though it never aired, this concept is the epitome of the way my brain works. I aim to disrupt, but only if it truly is good for the brand.